Retailer’s radio and digital advertising campaign promotes festive sending
As part of its commitment to the industrywide #Cardmitment campaign cardfactory has invested in an extensive nationwide radio advertising campaign reminding the public to send Christmas cards to those they care about.
“This is probably our largest-yet Christmas marketing campaign, encompassing adverts on a number of radio stations as well as on digital channels to achieve nationwide coverage.” explained Brian Waring, customer director of cardfactory. “The main messaging is to nudge consumers about not forgetting to send their Christmas cards.”
The commercial starts with a cheery voice quizzing listeners with a “Psst, you on the other side of the radio. Are you forgetting something?”, eliminating that it’s not “the weekly shop or taking out the bins out”, but to “think festive, Christmas…loved ones”, giving the obvious hint they’re something you pop in the post box “usually dangerously close to the 25th of December” before cutting to the chase with an emphatic “Christmas cards”.
The sign-off reinforces cardfactory’s value selection of products, urging folk to head there for “a Christmas well spent” – you can hear the commercial by clicking on the link below.
This festive campaign, which includes several different executions on social media, follows on from cardfactory’s marketing activity a few months ago, as Brian told PG Buzz: “We found that the combination of using radio advertising in tandem with digital media works well, enabling us to reach a significant number of people in a cost effective way.”
cardfactory’s engagement with this year’s GCA-instigated #Cardmitment campaign is a 360-degree approach, sharing the ethos with its entire workforce as evidenced by the giant graphics on display in its Wakefield headquarters.
